Buried in the Reuters article last week about Dell was some interesting information about a small company that is also finding financial success on Twitter. New Orleans-based Naked Pizza, which turns $1 million in sales annually, is “betting the farm” on its Twitter presence according to co-founder Jeff Leach.
The company, which created a Twitter presence about two and a half months ago and has about 4,300 followers, last week said nearly 69 percent of sales generated during a one-day Twitter advertising blitz came from customers drawn in from the site.
Leach posts 1 to 15 times a day and said his company sees a sustained 20 percent of sales dollars from its Twitter presence. Leach recently put up a billboard advertising the company’s Twitter presence and is planning mailings bearing the company’s Twitter contact information instead of a phone number.
According to Local Search News, apparently Naked Pizza is the first company, period, to replace its old billboard with one calling out for Twitter followers. And as you can imagine it’s getting a lot of attention.
In their article about Naked Pizza, LSN wrote:
Jeff is feeling good about his Twitter ROI and he’s got the numbers to prove it. And, importantly for Jeff, it’s hyper-local. NAKED Pizza is primarily using Twitter to market to an area with a 3 mile radius. Or as Jeff said when we talked about his sign, “I didn’t do it to get TechCrunch talking, I did it to reach the 35,000 people who drive by the store every day.”
The key I think to Naked Pizza’s Twitter success is their focus on the local search market and their ability to track back the sales to Twitter. Local marketing via Twitter is a huge opportunity for small businesses and I know several people who are having tremendous success building up local twitter communities so that local companies like Naked Pizza can reach a sizeable local Twitter market from day one of their advertising campaign.
Thanks for the mention!
Approaching the local market is critical and surely it helps to have a pre-existing twitter-base.
But, the real key is the willingness of Jeff and the other principals to buy in so completely. Jeff Leach is a zealot and that zeal is what makes his approach to twitter so impactful.
Thanks again for the mention!
Will
Great post!
Is there any info you can share on how NP tracks their sales to Twitter?
Will, can you let us know how you folks connect your sales to Twitter?
wow that’s absolutely wonderful and so twitter started getting on to billboard
Just goes to show you that the Internet is finally reaching small brick and mortar businesses! The yellow pages (phonebooks) might go by the wayside…..If small businesses wouldn’t be so hesitant to get on the “local search” trend they could see their bottom line really improve…Nice job Naked Pizza! Now you might end up on Larry King LOL…
$1 million in sales annually! my goodness, how are they tracking their twitter sales? we have a Twitter Account and have started offering Internet Marketing services locally in Bellevue Wa, we are new to the game but this article is exciting! we want to offer social media services in the ffod industry and use Naked Pizza and this article as an example of online success for our clients, Thank You, great article!